A Study On The Model Of Yi Culture Communication Under The Background Of New Media

As a distinctive ethnic minority in the Chinese nation,Yi et hnic group has formed a unique Yi culture in thousands of years of historical development.Under the background of new media,the study on the communication mode of Yi culture can better inherit and spread Yi culture more widely.Yi culture is embodied in all aspects of the production and life of the Yi people,including Yi customs,traditional festivals,astronomical calendars,language and literature,etc.Under the background of new media,Yi people’s cultural communication shows the characteristics of diversified subjects,diversified content channels and clustered audiences.Moreover according to the different forms of information flow in the process of spreading Yi culture,it can be divided into three main modes of Yi culture,such as fission-type spreading mode,cluster-type spreading mode and multi-center spreading mode of Yi culture.The fission type Yi culture communication mode has the characteristics of authoritative communication subject,shared communication process and strong to weak relationship chain,which has the disadvantages of high input cost,low frequency of communication activities and lack of new ideas in Yi culture content in practical application.Therefore,we can make full use of new media to reduce the preparation cost,continuously innovate the communication content and other presentation forms,and reduce the decision-making threshold of audience’s secondary communication to optimize them.Cluster-based Yi culture communication mode has the characteristics of fixed content form,specific audience group and social communication circle,which makes it relatively closed in practical application,the communication content fails to grasp the essence of Yi culture,and the audience demand expectation is difficult to determine.Therefo re,it can be optimized by using new media to expand the communication circle,building distinctive brands of Yi culture,and using big data to mine accurate audiences and demand application.Multicenter Yi culture communication mode has the characteristic s of mechanized communication process,diversified content and forms,and unclear audience groups,which makes it lack of natural advantages for communicators,lack of active operation of new media,and low enthusiasm for audience participation.Therefore,it can provide convenience for individual communicators by improving the construction of new media in Yi region,continuously cultivate Yi people’s awareness of independent communication,enhance their national pride,enhance benign interaction,and final ly effectively improve audience stickiness to optimize.